Billboards, websites eyed to advertise Waterford

By Dave Fidlin


The virtues of making the Village of Waterford a place to live, work and play could be featured on high-profile billboards on interstates 43 and 94 as part of an effort moving forward.

Village Administrator Zeke Jackson and the Village Board discussed a proposed marketing program that could include using various strategies and resources. The plan includes raising the profile of five sites across the village eyed for development or redevelopment.

The Village Board on Feb. 11 gave preliminary approval to the marketing program, which could cost up to $40,000, with the understanding a final version of the agreement will be reviewed and voted on at the next meeting Feb. 25.

In a memo to the board, Jackson combed through the various facets associated with marketing the planned economic development program.

“We have worked with Greenlight Media on a comprehensive program, including drone video, still photography, web design, signs, flyers and other marketing materials,” Jackson wrote in the memo.

Jackson in his visioning for the marketing effort also discussed some of the ways the village’s marketing efforts can be promoted.

“We are working on billboard ads along I-94, I-43, YouTube, social media, MLS, Zillow,, Landwatch, RCEDC (Racine County Economic Development Corp.) and WEDC (Wisconsin Economic Development Corp.) placements,” Jackson said.

Jackson added the process will include “a mailed marketing campaign to businesses, brokers and developers.”

In the memo, Jackson said his goal is to leave no stone unturned in reaching out to prospective developers.

“The program is as comprehensive as I can imagine it,” he wrote. “We want the phones to ring.”

Sites included in the economic development program marketing effort include the 55-acre Apollo industrial park and 16.1-acre Gemini site. Also on the list is the Mercury and Pathfinder sites and the Mir property, which encompasses such locales as the former bowling alley and car wash.